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Broadband Users

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Broadband Users

A lot of online marketing is being done based on the premise that more and more people who use the Net have made the switch to broadband/high-speed access. That's true: broadband growth continues at a healthy clip, a 60% compound annual growth, according to YouTube. In fact, there are five distinct types of broadband users, according to Netpop | Portraits, part of the Netpop series of studies conducted by strategic market research firm

  • Fast tracker-Fasts access to news and information is the primary reason these folks go online. They are the dominant users of map services, public transportation information, and other data.
  • Everyday pro-These people are all about personal productivity and use the Net to reduce hassle in their lives and make life easier. For example, 84% of this group use the Net for online banking; 68% make purchases from online retailers.
    • The point, of course, is that treating the broadband audience as a single demographic is a huge mistake. As with any population, they can (and should) be recognized as individuals who are online at high-speed for different reasons, and each segment should be addressed based on what we know about them. I know this study will inform any efforts I take to communicate to audiences based, at least in part, on their high-speed connectivity.     Bookmark Murdok: Holtz Communication + Technology which focuses on helping organizations apply online communication capabilities to their strategic organizational communications. As a professional communicator, Shel also writes the blog

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